Heritage
A house, in its own words
Missguided was founded as an online fashion retailer in the United Kingdom by Nitin Passi, who is reported to have served as sole owner throughout the brand's early expansion. The company grew through a digital-first model, building a following among younger shoppers with trend-driven, affordable clothing and a direct-to-consumer approach. Missguided expanded into beauty and fragrance to complement its core fashion offer, launching its first Babe fragrance around 2017. The brand developed its fragrance portfolio year by year, releasing flankers such as Babe Dreams (2018), Babe Night (2019), Chill Babe (2019), Babe Power (2017), Babe Oud (2018), Babe Vibes (2018), Real Babe (2021), Babe Heat (2022), and Babe Spirit (2023). This sustained output suggests an active strategy to keep the Babe line present in the market across multiple seasons and preference profiles. Missguided operated primarily as an e-commerce business, communicating with customers through its website and social media channels rather than physical retail locations.
Missguided's approach to fragrance reflects its broader brand identity: bold, youthful, and unapologetically fun. The Babe line is positioned for a young, self-assured audience, with scent descriptions and marketing copy framing each fragrance as a companion for specific moods and moments. Babe Heat (2022) arrived with warm, sun-kissed imagery tied to golden hour. Babe Night (2019) targeted evening wear. Babe Oud (2018) explored a richer, more resinous direction. The brand's social media presence presents these scents through energetic, aspirational content that speaks directly to its demographic. Rather than positioning fragrance as an art form or heritage craft, Missguided treats scent as an extension of personal style, on par with clothing choices. This democratizing approach keeps pricing accessible and frames fragrance as a form of self-expression available to anyone, not just connoisseurs.